An elaborate system of etiquette and social standards flowered around the home phone: how long a child might be allowed to stay on the phone, how late one could call without being impolite, and of course, the dread implications of a late night call which violated that norm.
You happily give Facebook terabytes of structured data about yourself, content with the implicit tradeoff that Facebook is going to give you a social service that makes your life better.
I sense that the sea of smart phones lit up at concerts is a temporary phenomenon. The integration of technology, sharing, and social into our physical world, on the other hand, well, that ain't going away.
There's a reason publishers don't build on top of social platforms: publishers are an independent lot, and they naturally understand the value of owning your own domain. Publishers don't want to be beholden to the shifting sands of inscrutable platform policies.
It seems there is no area in our culture that is not touched, changed, even swallowed by the Internet. It's both medium and message, mass and personal, social and solitary.